Propaganda in social networks: Twitter content analysis during the Andalusian electoral campaign

The communicative phenomenon of propaganda is present in all time periods. However, it acquires greater relevance in electoral campaigns. This work aims to show what type of digital propaganda campaign has been most appealed by the political parties that ran for the Andalusian Padiament (Spain) in 2018. With this objective, a content analysis has been applied to the official Twitter accounts of each organization. Finally, literature on the political effects of propaganda were reviewed for the discussion of the obtained data. These results have confirmed the scientific evidence: the party that has mostly used a negative campaign has been the most affected at the elections.